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Consumer price knowledge in the market for apparel

Peter Kenning (Department of Retailing and Distribution, Marketing Center Muenster (MCM), University of Muenster, Muenster, Germany)
Heiner Evanschitzky (Department of Retailing and Distribution, Marketing Center Muenster (MCM), University of Muenster, Muenster, Germany)
Verena Vogel (School of Marketing, Curtin University of Technology, Australia)
Dieter Ahlert (Department of Retailing and Distribution, Marketing Center Muenster (MCM), University of Muenster, Muenster, Germany)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 27 February 2007

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Abstract

Purpose

The aim of this study is to analyze consumers' price knowledge in the market for apparels.

Design/methodology/approach

After reviewing earlier attempts at assessing the construct, the price estimation error “PEE” was used, a measure based on explicit price knowledge stored in long‐term memory, as a valid indicator of price knowledge.

Findings

The results, including data from about 1,527 consumers on 66 products from the German apparel market, indicate that price knowledge is relatively low.

Originality/value

Although, in the literature, there are several studies on price knowledge in the food industry, little is known about price knowledge in other industry sectors. This is quite surprising since pricing strategy is a concept which is vitally important to all retailers. Therefore, this study is a first contribution to extending the concept of behavioral pricing to the apparel market.

Keywords

Citation

Kenning, P., Evanschitzky, H., Vogel, V. and Ahlert, D. (2007), "Consumer price knowledge in the market for apparel", International Journal of Retail & Distribution Management, Vol. 35 No. 2, pp. 97-119. https://doi.org/10.1108/09590550710728075

Publisher

:

Emerald Group Publishing Limited

Copyright © 2007, Emerald Group Publishing Limited